Project Description

Introducing the Cruise Origin

On Tuesday, January 21, 2020, Suite Spot helped Cruise LLC “Move Beyond the Car” by launching the self-driving, all-electric Cruise Origin to the world. Over 1,100 employees, media, and invited guests attended the event.

Cruise is building the world’s most advanced self-driving vehicles to safely connect people with the places, things and experiences they care about. The Cruise Origin is the first purpose-built, self-driven vehicle to be developed for large scale production. The Cruise Origin is not a product you buy; it is an experience you share. Cruise intends to operate a fully integrated self-driven ride-hail service in major cities worldwide that features the Cruise Origin in the years to come.

The entire experience helped reinforce the key message that the Cruise Origin represents the beginning of a new era in transportation where people won’t be forced to trade-off what’s good for them versus what’s good for the world.

Throughout the space, Cruise challenged people’s apathy and acceptance of the broken transportation system caused by the human-driven, gasoline-powered, single-occupant car. They combined this on-premise visceral storytelling with an on-stage experience. Cruise shared a broader vision for redefining the way people move through cities in the future thanks to the Cruise Origin.